The Serie A giants, Juventus FC have announced a new partnership with the rapidly growing hydration beverage brand, PRIME, co-founded by Logan Paul and KSI.
This collaboration aims to capitalise on the combined global reach of both brands to create innovative campaigns and engage with a wider audience, particularly younger consumers.
As part of the agreement, PRIME has become the official sports drink of Juventus. The partnership extends beyond product placement, with PRIME providing cutting-edge hydration solutions tailored to optimise the performance of Juventus players.
Francesco Calvo, Managing Director Revenue & Institutional Relations at Juventus, said, “Juventus is extremely proud to build this partnership with Prime, which is further proof of Juventus’ appeal to the younger generations. Together, we look forward to offering all football fans incredible activations and content that will support Prime in strengthening its brand worldwide and accessing new markets.”
PRIME Co-Founders Logan Paul and KSI, added, “PRIME has come a long way in the past few years, and we are constantly working to become better with each partnership. We couldn’t be more grateful to Juventus for joining us in our mission to become the number-one source of fuel and hydration for athletes of all levels. We look forward to cheering them on for many seasons to come.”
The partnership is expected to yield a series of fan-centric initiatives, including exclusive content and unique experiences designed to deepen the connection between Juventus and their supporters. This move aligns with Juventus’ broader strategy to expand its global reach and appeal to a younger demographic.
PRIME has rapidly established itself as a major player in the sports hydration market, securing partnerships with top-tier clubs like Arsenal, Bayern Munich, Benfica, and Barcelona. The brand has also partnered with UFC, WWE, and LA Lakers.
Before this deal, the Turin giants have also partnered with Willis Towers Watson, Fanatics, Instant Casino, Two Circles, and Zondacrypto.
Juve men finished their campaign third last season, while Juve women secured second place. Both teams have strengthened their squad with the signings of Alisha Lehmann, Michele Di Gregorio, Douglas Luiz, and Hanna Bennison. The men’s team will kick off its campaign with a home game against Como 1907 on August 18.